Lenovo Legion (Lenovo’s brand of gaming tech i.e. laptops, handheld consoles) needed a social campaign that drove upper / mid funnel marketing objectives but didn't want to simply push product into consumers' faces. We strove to create a series that is inspiring and positions Lenovo as a true advocate for both casual and professional gamers and creators, ultimately driving brand awareness to audiences everywhere.
Our final product was Lenovo Legion: Reach Your Impossible, a social-first series designed to connect aspiring creators with industry mentors while subtly showing off Legion products. The series showcases the power of technology, mentorship, and self-belief in achieving seemingly impossible dreams. It's a captivating journey that resonates with anyone who dares to chase their ambitions.
Throughout a three-day intensive mentorship program, participants utilized cutting-edge Lenovo technology, including keyboards, PCs, laptops, and tablets, to collaborate and create innovative projects. At the conclusion of the series, Lenovo gifted each attendee a suite of tech, empowering them to continue their creative pursuits. Each season was also sponsored by different partners of Lenovo Legion, each of which provide components that are part of Legion tech.
The initiative featured a diverse lineup of talent spotlighting gamers, VFX artists and game designers. Between episodes, we shared cutdowns from the moments that didn’t make it in to the final episode to keep audiences engaged.
With a total reach of over 6 million, 1.4 million organic views and 56K organic social engagements, our team not only made an impactful difference in the lives of our three mentees but helped inspire those who watched the series. Comments like "'Thank you Stephanie Poetri and Lenovo' we all say in unison" showed the series help translate Lenovo's commitment to their consumers beyond their products. Using creators also helped us tap into their fanbases, who were often the primary and secondary target audiences for Lenovo Legion products.
